How Much Do Koreans Spend on Beauty? — Unpacking the Numbers Behind the Glow
Stella's Meta Description: Discover how much Koreans truly spend on beauty—from skincare and makeup to haircare, salon visits, and aesthetic treatments. Explore per-capita spending, household beauty budgets, market trends, and the cultural factors that make beauty a deeply embedded part of everyday life in South Korea.
Introduction
For many around the world, “beauty spending” means the occasional shampoo, a foundation here and there, maybe a haircut. But in South Korea, beauty has evolved into a staple, deeply ingrained part of daily life. From cosmetics and skin-care to hair treatments and even aesthetic medicine, beauty is not just a routine — it’s a significant portion of household budgets. So, how much do Koreans actually spend on beauty, on average?In this post, we'll analyze recent data, explore what kinds of beauty-related expenses Koreans have, and reflect on what these numbers mean socially and culturally.
The Size of Korea’s Beauty Market & Per Capita Spending
South Korea’s beauty and cosmetics market is currently estimated at USD 25 billion — making it one of the largest in the world.What’s more, by per-capita spending, Koreans are among the world’s top spenders: on average, a South Korean spends about USD 493 per year on beauty products.
For comparison: that corresponds to roughly ₩650,000–₩700,000 per year (depending on exchange rate), or around ₩50,000–₩58,000 per month purely on beauty-product spending — though this is only part of the overall beauty budget.
These figures highlight that beauty spending is not a fringe indulgence in South Korea — it’s mainstream, embedded in daily consumption.
What Counts as “Beauty Spending”? Products, Services, and More
When we say “beauty,” Koreans often mean more than just makeup. The expense includes multiple categories:- Everyday cosmetics and personal care — skin-care, hair care, makeup, body care. According to industry analyses, personal-care products represent the largest share (~76%) of the market’s volume as of 2025.
- Hair care and treatments — not just shampoo or dye, but salon services, hair treatments, scalp care, etc. The hair-care industry alone was valued at USD 1.19 billion in 2022 and continues to grow.
- Professional beauty services — salon visits, skin clinics, dermatology treatments, aesthetic procedures, etc. These can significantly raise personal beauty expenditure beyond just buying products.
Household Spending on Beauty: Stats for Services & Appliances
Data from market reports give a glimpse into how beauty fits into household budgets:According to a survey tracked by a leading market research firm, the average South Korean household’s monthly spending on hair and beauty treatment appliances (e.g. hair tools, beauty gadgets) has been recorded — though exact recent figures require subscription.
For hair and beauty treatment services (salons, clinics, etc.), monthly household expenditure has also been tracked between 2019–2024.
In a broader survey of the beauty industry, the average monthly household spending on beauty-treatment services was listed as around ₩35,500.
While each household’s spending varies depending on age, income, family members, and how “beauty-oriented” they are, these numbers confirm that beauty is a recurring line item in many Korean households — not just an occasional splurge.
Trends, Economic Context & Recent Changes
Beauty spending in South Korea has not been static — it reflects broader economic and social shifts:According to a report from late 2023, even though overall credit-card spending surged, cosmetics-related spending remained notably lower than pre-pandemic levels. For example, in August of that year, monthly cosmetics spending via personal credit cards was 182.9 billion KRW — still below the pre-COVID averages of over 200 billion KRW.
Analysts attribute this to several factors: inflation, cost-of-living pressures, and a shift toward simpler, more natural makeup styles rather than heavy cosmetics.
At the same time, demand for ingredient-focused skincare and non-invasive treatments (e.g. skin boosters, science-based treatments) has risen — reflecting a move from "makeup" to "skin health" in consumer preferences.
In short: while spending remains high overall, what people spend on — and how they spend — is gradually evolving.
Social & Cultural Significance of Beauty Spending in Korea
Why do Koreans spend so much on beauty? The reasons are multifaceted and deeply rooted:Beauty is often tied to social capital and economic opportunity. In a competitive job market — where appearance may influence first impressions, professional evaluations, and even dating or marriage prospects — investing in beauty can be seen as investing in one’s “personal brand.”
The rise of K-beauty culture domestically and globally has normalized frequent skincare routines, salon visits, and even aesthetic procedures. Everyday beauty behaviors — from multi-step skincare to hair dyeing and beyond — are widespread.
Beauty consumption is no longer luxury only for the affluent. With a wide range of products and services — from affordable drugstore items to high-end clinical treatments — the beauty market offers something for many income levels. This democratization contributes to its pervasiveness.
As a result, beauty has become part of the lifestyle — for young working professionals, students, and even men increasingly.
What We Can Conclude … and What Remains Unknown
From data and market reports, we can conclude:On average, Koreans spend hundreds of dollars a year on beauty products alone (≈ USD 493/year per person) — and likely more if including services and treatments.
Beauty spending is embedded in household budgets through recurring expenses: hair care, skin care, salon visits, at-home appliances, etc.
The nature of spending is shifting: from purely cosmetics to skin-health oriented products and minimally invasive treatments.
Beauty is more than consumption — it’s social, cultural, and economic investment; in many cases, it intersects with identity, career, and self-presentation.
However — precisely how much an “average Korean” spends annually (considering all categories: products, services, treatments) remains elusive. Reported numbers differ significantly depending on demographic factors (age, income, gender), lifestyle, and personal priorities. Public data sets tend to cover only parts (e.g., products vs. services vs. appliances).
Final Thoughts
In South Korea, beauty isn’t a side-expense — it’s part of daily life. Many Koreans allocate a substantial portion of their monthly spending toward skincare, haircare, salon treatments, and even aesthetic procedures. Beauty consumption has become normalized, diversified, and deeply tied to social norms and expectations.If you’re curious — especially from an international perspective — this level of investment in personal appearance might seem high. But in Korea, the idea of beauty has long transcended cosmetic vanity: it’s bound up with identity, confidence, social mobility, and even community belonging.
As the global fascination with K-beauty continues, these spending patterns offer a lens not just into consumption behaviors, but into evolving values around appearance, self-care, and social capital.
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